Targeting Rules

Mellisa S.

Updated January 05, 2026 16:10

Targeting rules allow you to select which customers will receive created Messages, Offers, and Loyalty offers designed within the Admin Portal.

Targeting rules do not control who can redeem this offer or loyalty offer – just who will receive this communication. For Redemption Rules, please refer to the Redemption Rules guide.

Targeting rules can be found under the “Who” section when creating a new communication.

Some of the targeting rules are straightforward, but some are not. Additionally, some targeting rules only apply to Activity-based distributions, such as Signup and Transaction Complete. These will have an (A) next to them.

**To make things easier, all Messages, Offers, Loyalty Offers, and Surveys are referred to as “Communications”**

Demographics

No One (Draft Mode) – This will not be distributed to anyone. This can be used for testing or manually distributed communications if it is activity-based.
Everyone – This will be distributed to all customers who have signed up for a loyalty account, regardless of Reach or purchase history.
Birthday (A) - This will be distributed to customers on the morning of their birthday.
Please note: This is a batch job that runs early in the morning, so it will only capture guests who have already signed up and entered their date of birth prior to the day of. To enable new users to earn a birthday reward if they signup on their birthday, use both Activity Types (Birthday and Signup) when creating the offer.
Gender – Similar to age, customers can update their gender under “Settings,” which can be used to send targeted communications.

Spend

Lifetime average Order value – This is the average Order value (Net Sales) for a customer in their lifetime. (calc = Lifetime Spend / Lifetime Orders)
Lifetime Average Order Value Percentile – This is the percentile that this customer belongs to, based on lifetime average Order value
Example: A value of 99 means that this communication will only target the top 1% of your guests based on average basket value.
Last 90 day Orders - This is the total number of orders a customer has placed in the last 90 days
Last 90 day Spend - This is the amount a customer has spent (Net Sales) in the last 90 days
Last 90 day monthly Spend - This is the average amount per month a customer has spent (Net Sales) in the last 90 days (calc=Last 90 day Spend / 3)
Last 90 day Orders per month - This is the average number of Orders per month a customer has places in the last 90 days (calc=Last 90 day Orders / 3)
Last 90 day average Order value - This is the average Order value (Net Sales) for a customer in the last 90 days. (calc = Last 90 day Spend / Last 90 day Orders)
Last 90 day average Orders per week - This is the number of average Orders per week for a customer in the last 90 days. (calc = Last 90 day Orders / 13)
Last 90 day average weekly Spend - This is the average weekly Spend for a customer in the last 90 days. (calc = Last 90 day Spend / 13)
Basket Value (A) – This can be used along with the Transaction Complete activity to target customers who make a purchase over a specific amount. This communication will only distribute after the customer has made a purchase over the specified amount. Please refer to the Redemption Rules guide if you are creating an offer or loyalty offer with a minimum/maximum spend.
Days since last Order – The number of days that have elapsed since the last Order placed by the Customer
Days Since Last Purchase (Percentile) – This is how many days since the last purchase for one guest compares to all other guests.
Example: A 0-1 percentile means that 99% of guests have purchased more recently than them.
Gift Card - Add Value (A) – This will target customers who add value to an existing gift card. Customers will receive this communication only after adding value to a gift card. Please Note, user must be logged in to receive the communication with this rule. Checking out as a guest, even with the same email, will not result in the communication being sent.
Gift Card - Purchase Value (A) – This will target customers who purchase a new gift card, either for themselves or by sending it to someone else. Customers will receive this communication only after they have purchased a new gift card.Please Note, user must be logged in to receive the communication with this rule. Checking out as a guest, even with the same email, will not result in the communication being sent.
Date of last Order – The date the customer placed their last Order
Example: To target customers who have not purchased since before 1/1/2022, select “Last Order Date < 1/1/2022”.
Lifetime Orders – This is the total number of orders a customer has placed since they signed up.
Example: Select Lifetime Orders and “>/>= 5” to distribute communications to customers who have placed at least five orders since signing up.
Lifetime Spend – This is the amount a customer has spent (Net Sales) since they signed up
Example: Select Lifetime Spend and “>/>= 100” to distribute communications to customers who have spent at least $100.00 since signing up.
Last Year Orders - This is the total number of orders a customer has placed in the last 365 days
Last year Spend - This is the amount a customer has spent (Net Sales) placed in the last 365 days
Time of Day – This can distribute communications during specified times.
Example: Select Time of Day and “>/>= 4:00 PM” to distribute this to customers after (>/>=) 4:00 PM.
Please note: This rule relies on the Time Zone set under Advanced Options. For brands with locations in multiple time zones, this rule does not recognize the user's time zone and will result in communications being distributed earlier or later based on the time zone set.
Example: If the time zone is set to EST, and the time of day for distribution is set to > 4:00 PM, this will begin distributing after 4:00 PM EST but 1:00 PM PST.

Other

Days Since Sign Up -The number of days that have elapsed since the customer signed up
Attrition Risk – This will be distributed to customers who have been identified as already churned or at risk of churning (sliders).
Day of Week (A) – This communication will only be distributed on specified days of the week. After selecting this rule, you must choose on which day(s) this communication will be distributed. This rule is used with Activity-based distributions, such as Transaction Complete, to only target transactions made on the specified day.
Journey Stage – Based on guest engagement, they will be at a different stage in the guest journey. These stages include Rookies, Regulars, Loyalists, Champions, Whales, Sliders, and Churned. This can be used to target customers based on their journey stage.
Please contact your Customer Success Manager or our Support Team for more information about Guest Journey.
Lifetime Referrals – This can target communications based on the number of people a guest has referred.
Example: Select Lifetime Referrals and “>/>= 5” to target customers who have referred at least five people to signup.
No of Referrals who Ordered – This is the total number of users that were referred by this customer and have also placed at least one Order
No of Orders from Referrals – This is the total number of Orders placed by users who were referred by this customer
Total Spend from Referrals – This is the total Order Value (Net Sales) of Orders placed by users who were referred by this customer
Loyalty Points – This can be used to target customers based on their current loyalty point balance. It is often used when creating loyalty offers.
Example: Select Loyalty Points and “>/>= 100” to target customers with at least 100 loyalty points in their account.
Message Share (A) – This can be used with the activity Social Media to target customers who share a specified message on Facebook or Twitter.
To use this rule, select Distribution Mode > Activity > Social Media. Under Targeting Rules, select Message Share, then select the campaign that contains the message and the message that must be shared to receive the offer or loyalty offer.
Category Check In (A) – This can be used to target customers that check in via a QR code or Bluetooth beacon.
Item Check In (A) – This will target customers that check in by scanning an item-specific QR code.
Promo Code (A) – This can be used to target customers who enter a promo code.
To use this rule, first, navigate to Marketing > Promo Code and create a new promo code. When creating the communication, select the “Promo Code” targeting rule and select which promo code is needed to receive the communication. Once a customer enters that promo code, they will receive the communication.
Store Check In (A) – This will target customers that check in at a particular store via a QR code. Customers will receive the communication after scanning the QR. To download the QR code in the Dashboard, please see our Dashboard - Locations: Overview Guide for details.
Referral Signup – This will send a communication to customers who signup using a referral link from another customer.
Signup (A) – This will be distributed to customers immediately after signing up.
Survey Complete (A) – This will be distributed only after a customer completes a survey and can be used to create offers that incentivize customers to provide feedback. After selecting this rule, the targeted survey must also be chosen.